According to the report 77.5% of web bookings are made through an online travel agent website, rising to 81.2% for app bookings. Only 17.6% of travellers booked direct through a website, and 12.9% used the airline app. So, despite pressure from the Chinese government on airlines to drive more direct bookings, the majority of digital bookings in China are still made through OTAs. The dominance of OTAs in China is in marked contrast to Western markets where airlines have been able to hold their market share or in some cases grow it. According to Alex Hadwick, EyeforTravel Head of Research, this outlines the unique dynamics at play in China, where smartphones and apps play a much larger role in the travel booking process. Get the full story at EyeForTravel